Why I Chose to Specialize in Being a Generalist
In today's fitness industry, everyone's racing to become a specialist.
Corrective exercise. Prenatal. Athletic performance. Post-rehab. Strength. Mobility. Metabolic conditioning. The list goes on.
And don’t get me wrong — having specialty knowledge is important. I’ve spent years attending seminars, earning multiple advanced degrees, and stacking up certifications from every major fitness body in the game. But the truth is, I didn’t specialize to narrow my focus… I specialized to widen it.
Let me explain.
The Specialist Trap
There’s this pressure — especially for new trainers — to find a niche.
You hear it all the time:
“Pick a lane.”
“Target one ideal client.”
“Market to a very specific demographic.”
While that advice might work for branding, it doesn’t always work in real-world application — especially if you work in a general population setting, like most of us do. If you box yourself into a single type of client, you limit your reach. And worse, you miss the opportunity to develop the depth of skill required to coach human beings, not just athletes or seniors or people with back pain.
My Philosophy: Specialize in Generalization
Here’s what I’ve learned across nearly 20 years in this industry:
When you commit to understanding the foundational principles of training — movement patterns, energy systems, biomechanics, programming, behavior change — you can help anyone.
I’ve coached:
Elite athletes like Eric Wilson who needed to peak for performance,
Individuals with neurological disorders who needed movement re-education,
Busy parents, retirees, first-timers, and everyone in between.
And I never once felt unqualified — because my foundation is rock solid.
Not because I knew the niche cold — but because I understood the person in front of me and how to apply the science of training to their world.
The Real-World Benefit of Being a Generalist
Being a generalist doesn’t mean you’re basic. It means you’re adaptable.
You can regress and progress exercises on the fly.
You understand how to manipulate volume, intensity, and intent.
You know when to refer out — and when to dig in.
You can coach a 16-year-old powerlifter and a 76-year-old stroke survivor in the same day — and they both feel seen, safe, and successful.
That’s what mastery looks like.
Don’t Confuse Certifications with Competence
Specialist certifications are tools — not identities. You don’t have to live in a lane. You need to be fluid, not rigid. If you’re only effective in one box, what happens when someone steps outside of it?
The industry doesn’t need more trainers who can only train athletes or only train seniors. It needs more thinking professionals — trainers who can adapt principles to any person in any phase of life.
Build Your Foundation. Expand Your Range.
If you want longevity in this industry — real impact, real client trust, real fulfillment — focus on being exceptional at the fundamentals:
Movement assessment
Programming across the spectrum
Coaching and cueing
Communication
Adaptation strategies
The deeper your base, the higher your ceiling. That’s why I’ve spent a career building a system that works for everyone — not just a select few.
So next time someone asks what you specialize in?
Tell them this:
“I specialize in helping whoever walks through the door.”
And mean it.
